Pedro Alegre Aure Senior High School

Galicia I, Mendez, Cavite

WORLD OF ONLINE SHOPPING: FACTORS INFLUENCING

CONSUMERS’ PURCHASING DECISION

A Thesis Proposal
Presented to
the Faculty of
Pedro Alegre Aure Senior High School
Galicia I, Mendez, Cavite

In Partial Fulfilment
of the Requirements in
Inquiries Investigation & Immersion

DE SAGUN, ASHLEY R.
DUCUSIN, NIKKA JOY P.
ISORENA, ABEGAIL CONCEPCION M.
RONIO, DANIZHANE D.

October 2019
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APPROVAL SHEET

This thesis proposal entitled, WORLD OF ONLINE SHOPPING:

FACTORS INFLUENCING CONSUMERS’ PURCHASING DECISION,

prepared and submitted by Ashley R. de Sagun, Nikka Joy P. Ducusin,

Abegail Concepcion M. Isorena, and Danizhane D. Ronio, in partial

fulfilment of the requirements in Practical Research II, has been examined

and is recommended for acceptance and approval for proposal.

AIRES RIO P. CHAVEZ, RND, LPT

Adviser

THESIS REVIEW PANEL

Approved by the Committee on Oral Examination with a grade of _______.

___________________ ___________________
Member Member

____________________ ___________________
Member Chairman

Accepted and approved in partial fulfilment of the requirements in

Practical Research II.

LIBERTY M. FLORES
Principal II

Date of Periodical Exam: October 17-18, 2019

Date of Final Oral Defense: November 2019
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ACKNOWLEDGEMENT

The researchers would like to extend their deepest gratitude to the

following people who served as a guide and help in a great deal in making
this research study.

Mrs. Aires Rio C. Pereña, their subject teacher for her advices, full support,
and encouragement that ultimately pushed the researchers to accomplish
this proposal.

To their families, for the moral support and guidance throughout the whole

writing workshop of this research proposal.

To their friends, for the positive influence in accomplishing this proposal.

Most of all, the researchers would like to thank God for giving them
guidance, knowledge and strength that He bestowed upon them to
accomplish this study.

A.R.D.S.

N.J.P.D.

A.C.M.I.

D.D.R.
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TABLE OF CONTENTS

Page

TITLE PAGE 1

APPROVAL SHEET 2

ACKNOWLEDGMENTS 3

TABLE OF CONTENTS 4

LIST OF FIGURES 6

Chapter

1 THE PROBLEM AND ITS BACKGROUND

Introduction 7

Conceptual Framework 9

Statement of the Problem 10

Hypothesis of the Study 10

Scope and Limitation of the Study 11

Significance of the Study 11

Definition of Terms 12

2 REVIEW OF RELATED LITERATURE

Conceptual Literature 14

Research Literature 14

Synthesis 16
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3 METHODOLOGY

Research Design 17

Participants of the Study 17

Research Instrument 18

Data Gathering Procedure 18

Statistical Treatment of Data 19

REFERENCES 20

APPENDICES

A. Research Instrument 22

B. Letter to Conduct the Survey 24

C. Letter to the Validators 26

D. Letter to the Respondents 27

E. Profile of the Researchers 28

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LIST OF FIGURES

Figure Page

1 Paradigm of the Study 10

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Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

In today’s era of technology, most people have easy access to

internet. They can easily get in touch as means to communicate with others

at the same time visit different sites conveniently and frequently. One of the

most commonly visited sites is an online shopping site according to Vikash

& Kumar (2017).

Online shopping is an accessible shop that the consumers can

easily buy products whether they are at home, in the office, or elsewhere.

Here at the Philippines, we have a variety of online shops such as Lazada,

Zalora Philippines, Shopee, Ebay, BeautyMNL, Goods, Galleon, Takatack,

Sephora, Kimstore, etc. In just one click, consumers can easily choose

variety of products available online. Likewise, online shopping provides

consumers a 24-hour facility to shop.

These commonly visited online shopping sites vary among people

who visit them. Based from iPrice.com, these are the number of people

who visits the mentioned online shopping sites above: 62.5 million visit

Lazada, 3.9 million visit Zalora, 3.86 million visit Shopee, 2.37 million visit

Ebay, 1.25 million visit BeautyMNL, 382,182 visit Goods, 336,665 visit

Galleon, 297,156 visit Takatack, 253,320 visit Sephora, and 212,514 visit

Kimstore.
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On the other hand, some consumers still feel uncomfortable to buy

online. Lack of trust, for instance, seems to be the major reason that

impedes consumers to buy online. Also, consumers may need to feel the

products and get some more comments about the products before

purchasing.

Dhanapal et al. (2015) stated that accommodation, save of time,

user-friendliness, product features, competitive prices, and buying trust are

the factors that can affect the purchasing decision when buying goods or

services online (as cited by Edwar et al. 2018, pp. 54-55).

Moreover, according to Benedict et al. (2001), aside from user-

friendliness, value, and enjoyment, buyers’ personality, situational factors,

product traits, past experience in online purchasing, and trust are examples

of exogenous factors that can also affect the consumers’ perspective

towards online shopping (as cited by Shanthi & Kannaiah 2015, p. 15).

Among these studies, there are 5 common factors that emerged and

these are follows: 1) convenience; 2) price; 3) product quality; 4) security;

and 5) website design from (Bachok, 2018; Bauboniene, 2015; Bucko,

2018; Edwar, 2018; Purthi, 2017; Rahman, 2018; Shahzad, 2015; Shanti,

2015; Vikash, 2017; and, Zhao, 2015). It means that, consumers consider

these factors to make decisions in buying different products online.

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Conceptual Framework

This research was based on the concepts of the following studies:

Determinations of Millennial Impulse Online Purchase Decision: A Case of

Universiti Teknologi Mara (UiTM) Kampus Melaka students by Bachok

(2018), Consumers’ Perception on Online Shopping by Shanthi and

Kannaiah (2015), Online Shopping Behavior by Shahzad (2015), and A

Study on Consumer Perception Toward Online Shopping by Vikash and

Kumar (2017).

According to Bachok (2018), there are three factors that impact the

consumers’ purchasing decision; these are as follows: promotion, product

feature, and website application. All variables show significance

relationship towards consumers’ purchasing decision.

Likewise, Shanthi and Kannaiah (2015) stated that price, security,

guarantees and warrantees, delivery time, reputation of the company,

privacy of the information, and nice description of goods are influencing

factors on online purchase. Moreover, they also cited that online shopping

is convenient and easy to access.

Also, some factors that can affect the perception of consumers are

being deceived of information, website and product (Vikash & Vinod

Kumar, 2017).

On the contrary, the delivery and financial risk don’t have an impact

to the consumers’ behavior (Shahzad, 2015).

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Figure 1. Paradigm of the study

Independent Variable Dependent Variable

Factors of Online Consumers’ Purchasing
Shopping Decision

Figure 1 presents the flow of the study. This is a quantitative

research where the independent variable refers to the factors of online

shopping and its correlation with the dependent variable which is the

consumers’ purchasing decision.

Statement of the Problem

This study will aim to determine the factors influencing the

consumers’ purchasing decision.

This study is aiming to determine the statements below:

1. What are the factors that influence the customers’ purchasing

decision?

2. What is the consumers’ purchasing decision as perceived by the

participants?

Hypothesis of the Study

The research hypothesis to be put to test is stated below:

H0: There are no factors that influence the consumers’ purchasing decision.
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Scope and Delimitation of the Study

This study only covers topics about the factors influencing

consumers’ purchasing decision such as: 1) price; 2) product quality; 3)

security; 4) convenience; and, 5) website design. The authors will gather

data from ___ grade 11 students from selected private senior high schools

in Mendez, Cavite. They are composed of ____ males and ____ females

selected through ________________ Random Sampling technique. This

paper will be conducted during the first and second semester of school

year 2019-2020.

Significance of the Study

The results of this study may be of significance to the following:

Online Sellers. For them to consider the factors influencing consumers’

purchasing decision in their business.

Online Buyers. For them to know what to be consider in buying different

products online. Also, for them to be aware of spending their money wisely

when purchasing products in online shops.

Business Enthusiasts. For them to be knowledgeable about the

importance of factors affecting consumers purchasing decision.

Website Owners. For them to create and think about new strategies to

improve their sales.

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Future researchers. For them to use this study as a source of information

in the future and as a guide for those who are interested in this kind of
study.

Definition of Terms

The following terms are technically defined within the context of the

research:

Consumers Purchasing Decision. Refers to the actions of the consumers

to a product that would base on their own viewpoint and how they assess

the exposure of a product before purchasing it (Prasad & Jha, 2014).

Convenience. Refers on reducing the amount of work or time on buying

products online. (Edwar et al., 2018).

Online Shopping. Refers to the transactions which the buyers and sellers

exchange products or services through internet (Jayasubramanian et al.,

2015).

Price. According to Tjiptono (1997) is the amount of money that the

consumer exchange for the quality of the product (as cited by Edwar et al.

2018, p. 55).

Product Quality. Product quality of features and characteristics of a

saleable good which determine its desirability and which can be controlled

by a manufacturer to meet certain basic requirements (Retrieved from:

http://www. Businessdictionary.com/definition/product-quality.html).
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Security. The quality or state of being secured (Retrieved by:

https://www.merriam-webster.com/dictionary/security).

Website Design. The selection and coordination of available components

to create the layout and structure of a Webpage (Retrieved by:

https://www.marketingterms.com/dictionary/web_design).
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Chapter 2

REVIEW OF RELATED LITERATURE

To expand and deepen the understanding on the factors influencing

consumers purchasing’ decision, the researchers have gathered

information from multiple resources such as journals, and research papers

to help increase the reliability of the study. The reviewed literature revolves

around the following topics: a) online shopping; and, b) factors influencing

consumers’ purchasing decision.

Online Shopping

The fastest growing section of e-commerce is the Internet marketing.

Online selling needs internet to connect the seller and the consumer. Its

major difference from traditional marketing is the extent of connection

between the seller and end user (Shanthi & Kannaiah, 2015).

In addition, the occurrence of exchanging products or services which

involves of the buyers and sellers through internet is called online shopping

(Purthi & Gupta, 2017).

Moreover, according to Rahman, Islam, Esha, Sultana, and

Chakravorty (2018), the information of products or services that the online

seller provides is through visual only.

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Factors Influencing Consumers’ Purchasing Decision

The behavior of a consumer to online products would base on how

they think and how they observe it (Shahzad, 2015). People have different

perspective and evaluation but there are common factors that they check

before shopping online. Based on the studies of the researchers, here are

the common factors: a) price; b) quality of the product; c) convenience; d)

security; and, e) website design.

According to Shanthi and Kannaiah (2015), price of the online

products is lower than the price of the goods in a physical store. While the

product quality is one of the major concern of the customers that’s why they

need more detailed information that will gain their trust and to satisfied

them (Shahzad, 2015). Likewise, Vikash and Kumar (2017) stated that the

quality of the product is necessary for a consumer to think about before

they buy a product. This must be exactly the same to the information they

present in internet and similar to the prospect of the consumers. The next

factor is the security, based on Lee, Joshi, and Bae (2009) in Nuseir et al.

(2010); Chang and Chen (2008) in Meskaran et al. (2013), security is an

important matter to consider that will protect the personal data of the

customers because not all sites in the internet are safe (as cited by Edwar

et al. 2018, p. 55). Convenience is another factor that customers and online

shoppers want in buying products and to save their time instead of going to

the market (Vikash & Kumar, 2017). Lastly the website design, in view of

Liu (2000) and Douban (2014), website design helps the consumers to
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make their shopping faster and their design can attract the customers and

can make them buy their website (as cited by Zhao, 2015, p. 23).

Synthesis

The factors influencing consumers’ purchasing decision towards

online shopping has a great impact to the perception of consumers in

buying goods or services through Internet. Price, product quality, security,

convenience, and website design are the factors that the consumers

consider in buying online. In addition, it is a connection between retailer

and consumers, where consumers find it more convenient and easy, also

through this, consumers can give their feedback about the quality of the

products and services that a retailer gives.

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Chapter 3

METHODOLOGY

This chapter presents the comprehensive description of the research

design, respondents of the study, data gathering procedure and statistical

treatment of data.

Research Design

According to Shuttleworth (2019), “descriptive research design is a

scientific method which involves observing and describing the behavior of a

subject without influencing it in any way”. The descriptive study method of

research will be used as this research design due to its nature of examining

the phenomenon and recording significant relationships between variables.

As such, this research will attempt to show if there are any factors

influencing the consumers’ purchasing decision.

Respondents of the Study

The sample of the study will be gathered from ____ students

composed of ___ males and ____ females of grade 11 students in selected

private schools (Tagaytay Mendez Academy and Saint Augustine School)

in Mendez, Cavite enrolled during the first and second semester of the

academic year 2019-2020. The sampling technique that the researchers

will use is simple random technique. Using the fishbowl technique, the

researchers will pick the numbers of the participants for their study.
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Research Instrument

This study will make use of a self-made questionnaire. The

questionnaire has 2 parts; the multiple choice containing three questions

and the other one is answerable by yes or no which contains five

situational problems. The first part covers the profile of the respondents

and the factors they considered in buying online while the second part is

the situations commonly happen to an online buyer.

Data Gathering Procedure

A letter of request to conduct data gathering will present to the target

private schools in Mendez, Cavite (Tagaytay Mendez Academy and Saint

Augustine School). Upon approval, the researchers will distribute the

consent forms to the selected students who are enrolled during the 1st and

2nd semester of the academic year 2019-2020. The consent will discuss

the purpose of the study, the voluntary participation and the assurance of

confidentiality of their identity and answers.

Upon acquiring the respondents’ permission to participate in the

study, the researchers will acquire the data from two selected private senior

high school in Mendez, Cavite among grade 11 students. After that, the

researchers will tally the result of the data they gathered that will serve as

their basis on their research paper.

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Statistical Treatment of Data

The following statistical tools were used by the researcher to answer

the specific problems stated in the study:

Frequency. “Frequency distribution is illustrated either in a graph or

table showing frequency of various outcomes in a sample” (Young, 2019).

Percentage. “Percentages is a number or ratio expressed as a

fraction of 100” (Cincinatus & Sheffet, 2016).

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REFERENCES

Afrashteh, H., Azad, N., & Hanzayy, S. (2014). The effects of online
shopping on the customer loyalty. Management Science Letters, 4,
2077-2086. doi: 10.5267/j.msL2014.8.013
Bachok, M. (2018). Determinations of Millenial impulse online purchase
decision: A Case of UiTM Kampus Melaka Student’s. (Unpublished
doctoral dissertation). Universiti Teknologi Mara, Bandaraya,
Melaka.
Bashir D. R., Mehboob, I., & Bhatti, W. K., (2015). Effects of online
shopping trends on consumer-buying behavior. An empirical study of
Pakistan. Journal of Management and Research, 2(2).
Bauboniene, Z., & Guleviciute, G. (2015). E-Commerce factors influencing
consumers’ online shopping decision. Social Technologies, 5(1), 74-
81. doi:10.13165/ST-15-5-1-06
Bucko, J., Kakalejcik, L., & Ferecova, M. (2018). Online shopping: factors
that affect consumer purchasing behavior. Cogent Business &
Management, 5(1535751), 1-15.
doi:10.1080/23311975.2018.1535751
Edwar, M., Diansari, R.A.A., & Winawati, N. F. (2018). The Factors That
Affecting the Product Purchasing Decision Through Online Shopping
By Students of Surabaya State University. International Journal of
Educational Research Review, 3(4), 54-64.
Jayasubramanian, P., Sivasakthi, D. & K, A. P. A Study on Customer
Satisfaction towards Online Shopping. International Journal of
Applied Research 2015, 1 (8), pp. 489-495.
Karimi, S., Papamichail, K., & Holland, C., (2015). The effect of prior
knowledge and decision-making style on the online purchase
decision-making process: A typology of consumer shopping
behaviour. Decision Support System, 77, 137-147. doi:
10.1016/j.dss.2015.06.004
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Purthi, M. C. D., Gupta, D. P. (2017). The impact of online shopping on

customer satisfaction in Indian marketing. International Journal of
Marketing &Financial management, 5(5), 1-11.
Rahman, M.A., Islam, M.A., Esha, B.H., Sultana, N., & Chakravorty, S.
(2018). Consumer Buying Behavior towards Online Shopping: An
Empirical Study on Dhaka City, Bangladesh. Cogent Business &
Management, 5(1514940), 1-22.
doi: 10.1080/23311975
Shahzad, H. (2015). Online Shopping Behavior (Unpublished master’s
thesis). Uppsala Universitet, Campus, Gotland.
Shanthi, R., & Kannaiah, D. (2015). Consumers’ Perception on Online
Shopping. An International Peer-reviewed Journal, 13, 14-21.
Vikash & Kumar, V. (2017). A Study on Consumer Perception Toward
Online Shopping. IOSR Journal of Business and Management,
volume 19 (8), pp. 32-35.
Zhao, K. (2015). Research on consumer online purchasing decision and its
influencing factors in China. Turku University of Applied Sciences.
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Appendix A

RESEARCH INSTRUMENT

Name (optional): ___________________________________

Age: _________ School: ____________________________

I. DIRECTION: Check the box if it corresponds to your answer.

1. Demographic Profile:
a. Gender Male Female

1. Do you visit online shopping sites?

Yes No

2. How frequently do you visit online shopping sites?

Everyday Monthly

Weekly Quarterly

3. What factor(s) did you consider when purchasing products online?

Price

Quality of Product

Convenience

Security

Website Design

Others (Please Specify): __________________

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II. Check the box in the YES column if you agree to the statement or
check the box in the NO column if you’re not.

Customers’ Purchasing Yes No

Decision
a. I consider the price of
the product during online
shopping.
b. I consider the color,
design,
and features of the
website
where I’ll buy.
c. I trust popular online
shopping sites for my
personal information.
d. Once I receive
defective/not the same on
my prospect, I will change
to another site.
e. I want to stay at home and
do shopping online
instead of going to
physical stores.
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Appendix B

LETTER OF REQUEST
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Appendix B

LETTER OF REQUEST
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Appendix C

LETTER TO THE VALIDATOR

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Appendix D

LETTER TO THE RESPONDENTS

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Appendix E

ABOUT THE AUTHOR

Name: de Sagun, Ashley R.

Contact Number: 09360599424

Email Address: ashley_desagun@yahoo.com

Ashley R. de Sagun is 18 years old. She lives in Poblacion 3,

Mendez, Cavite and was born on June 23, 2001. She is a junior high

school completer from Constancio E. Aure Sr. National High School in April

2018. She is currently taking Accountancy and Business Management

strand in his 12th grade at Pedro Alegre Aure Senior High School. Her

hobbies are dancing, playing mobile games, and eating. Her motto in life is

“Don’t set yourself on fire in order to keep others warm”.

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Appendix E

ABOUT THE AUTHOR

Name: Ducusin, Nikka Joy P.

Contact Number: 09367584237

Email Address: nikkaducusin21@gmail.com

Nikka Joy P. Ducusin is 18 years old. She lives in Brgy. Miguel

Mojica, Mendez, Cavite and was born on March 21, 2001. She is a junior

high school completer from Constancio E. Aure Sr. National High School in

April 2018. She is currently taking Accountancy and Business Management

strand in his 12th grade at Pedro Alegre Aure Senior High School. Her

hobbies are eating, watching movie and listening to music. Her motto in life

is “Commit to the Lord whatever you do and your plan will succeed”.
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Appendix E

ABOUT THE AUTHOR

Name: Isorena, Abegail Concepcion M.

Contact Number: 09611599793

Email Address: isorenaa021@gmail.com

Abegail Concepcion M. Isorena is 17 years old. She lives in Anuling

Cerca II, Mendez, Cavite and was born on October 10, 2002. She is a

junior high school completer from Mendez-Nuñez Montessori in April 2018.

She is currently taking Accountancy and Business Management strand in

his 12th grade at Pedro Alegre Aure Senior High School. Her hobbies are

dancing, eating, sleeping and listening to music. Her motto in life is “Live for

the moments you can’t out into words.”

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Appendix E

ABOUT THE AUTHOR

Name: Ronio, Danizhane D.

Contact Number: 09061430229

Email Address: danizhane_06@yahoo.com

Danizhane D. Ronio is 18 years old. She lives in Poblacion 5,

Mendez, Cavite and was born on December 10, 2000. She is a junior high

school completer from Constancio E. Aure Sr. National High School in April

2015. She is currently taking Accountancy and Business Management

strand in his 12th grade at Pedro Alegre Aure Senior High School. Her

hobbies are singing, listening to music, playing mobile games, and eating.

Her motto in life is “Never stop learning because life never stops teaching”.